Although it is crucial for a successful search engine optimization (SEO) strategy, link building is one of the most debated and overlooked, yet critical, practices for online visibility. But what is link building in simple words? In short, it’s the process of getting other websites to link back to yours. Those links act as votes of confidence, signaling to search engines that your site is credible and worth showing to users.
At Baal & Spots, we know how overwhelming the concept of link building for SEO can feel, especially when you’re juggling the demands of running a business. That’s why we’re here to break it down and help you understand why it’s crucial for your online success. And when you’re ready, our team is just a call away to take it off your plate.
Link building history: how we got here
In the early days of the internet, SEO was the wild west.
Search engines like AltaVista and Yahoo primarily relied on keywords to rank websites. Then came Google with its revolutionary PageRank algorithm, which introduced the idea that links from other websites were indicators of a site’s authority and quality. Naturally, marketers jumped at the opportunity to manipulate this system, and link farms, spammy directories, and other black hat tactics proliferated as people tried to game the algorithm.
While these shortcuts worked for a time, Google’s updates like Penguin and Panda cracked down on these bad SEO practices, shifting the focus to quality over quantity.
White hat vs. black hat SEO
This evolution gave rise to the idea of white hat vs. black hat SEO:
- White hat link building follows ethical guidelines, focusing on earning links through valuable content and genuine relationships.
- Black hat tactics, on the other hand, involve manipulative practices that can lead to penalties and long-term damage to a website’s reputation.
Spoiler: white hat is the way to go if you’re looking for sustainable growth. So, now that we’ve discussed link building’s purpose and history, let’s dive into why it is necessary to incorporate it into your SEO strategy.
Why is link building still important?
While search engines have grown more sophisticated, backlinks continue to be a cornerstone of ranking algorithms; however, it’s no longer about sheer quantity. Today, the quality and relevance of the links pointing to your site play a far more significant role. Links from authoritative, contextually relevant sources signal to search engines that your site is trustworthy and valuable, which directly impacts your rankings.
“Link building is the street cred of SEO by giving your website more clout. If this highly credible website links to you, you must also be highly credible. It’s a great way for businesses and their content creators to collaborate with one another and reap the benefits.”
Jordan Grimmer | Senior Content Specialist at Baal & Spots
In short, link building remains vital, but the focus has shifted toward earning high-quality links that align with your content and audience.
Continue reading: is SEO dead?
How hard is link building?
Link building for SEO isn’t a quick fix; it’s a long game that requires strategy, patience, and persistence. Successful campaigns involve identifying high-quality websites, creating content worth linking to, and building genuine relationships with site owners and industry influencers. In other words, it’s not just about getting links — it’s about earning them.
The risks of buying backlinks
Many businesses find the process of link building organically daunting. It’s time-consuming, and one bad link from a disreputable site can harm your rankings. And while shortcuts like purchasing backlinks might seem tempting, they come with significant risks:
- Search engine penalties: Google views buying links as a violation of its guidelines. If detected, your site could face penalties, resulting in lower rankings or removal from search results. It will only do you more harm than good.
- Low-quality links: Many backlinks for sale come from sketchy sites that only exist to manipulate Google's algorithms. Getting a link from one of these could hurt your credibility.
- Wasted investment: Even if Google doesn't penalize your site, purchased links might not provide the desired SEO benefits, flushing your online marketing budget down the proverbial toilet.
Is it legal to buy backlinks? Sure, and they might even win you some slight boosts in your site’s ranking in the short term; however, the risks of being penalized and wasting your hard-earned money far outweigh the potential rewards. Trust us when we say the slow growth of organic link building will be safer and more successful in the long term.
What is Authority Score, and does it matter?
An “Authority Score” is a metric developed by SEO tools like SEMrush to measure the quality and trustworthiness of a website. Think of it as your site’s reputation in the digital world. The score considers factors like the number and quality of backlinks, site traffic, and overall performance.
Does it matter? Absolutely. In fact, it’s one of the metrics we use here at Baal & Spots to help determine our clients’ overall site health. A high Authority Score signals credibility to search engines, making your site more likely to rank well. On the flip side, links from low-quality sites can drag your score down and harm your rankings. Focusing on quality over quantity is essential for building sustainable SEO success.
What is considered a “good” Authority Score? While different SEO tools employ their own measuring systems to track a domain’s authority and credibility, we tend to stick with SEMRush’s rubric:
- 0 – 15 indicates a new website with few links
- 15 – 30 indicates an established website with a healthy backlink profile
- 30 – 60+ indicates a high-authority site with hundreds of backlinks
How modern SEO approaches backlinks
Thankfully, we’re well past the days of scattershot link-building tactics. Today, the emphasis is on relevance, authority, and user experience. Here are a few basic strategies that align with modern SEO best practices:
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Create valuable content
High-quality content — whether it’s blog posts, infographics, videos, or research studies — naturally attracts links. The key is to produce intuitive content and resources that answer questions, solve problems, or provide unique insights for your target audience.
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Give guest blogging a try
Writing guest posts for authoritative websites in your industry is a win-win. You provide valuable content for their audience, and in return, you earn a backlink to your site.
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Build up your digital PR and outreach
Building relationships with journalists, bloggers, and influencers can lead to mentions and links. For example, if your business launches a groundbreaking product or achieves a notable milestone, a press release can secure coverage and backlinks from reputable news outlets.
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Leverage local listings and directories
For small businesses, being listed in relevant local directories and review sites (think Yelp, TripAdvisor, or industry-specific directories) can be a great way to build links and enhance your online visibility.
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Fix broken links
Identify broken links on authoritative websites in your niche and offer your content as a replacement. This is a proactive way to build connections while helping site owners clean up their pages.
When should you start link building for SEO? How about today, with us?
If you’re waiting for the “perfect time” to start link building for SEO, you’re already behind. Whether you’re launching a new website or trying to boost an established one, building your link profile is an essential part of establishing and owning your digital presence. The sooner you start, the sooner you can see the benefits.
That said, link building isn’t a solo effort — it works best as part of a larger search engine marketing strategy. Content marketing, technical optimization, and user experience all play a role in making your site link-worthy.
And remember, you don’t have to go it alone. At Baal & Spots, we help take the guesswork out of SEO and link building so you can focus on what you do best: running your business. Let’s discuss how we can help you build a link strategy that delivers lasting results. Schedule a meeting with us today, and let’s turn those links into leads!
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